2025年中国舒适眼镜白皮书

Overview - The eyewear industry is rapidly evolving towards diversification and upgrading, with a clear trend towards specialization and scale [1] - The transition from basic functionality to comfort experience is driven by technological innovations and new materials, leading to lightweight and comfortable eyewear [1][6] - Increased eye strain among residents has made comfort a necessity, with diverse usage scenarios prompting product segmentation based on application [3][6] Consumer Behavior - Near-sighted individuals commonly wear frame glasses, with a trend towards owning multiple pairs based on different scenarios [11][13] - Comfort is a universal demand among near-sighted individuals, with varying focus points depending on the usage context [11][22] - Consumers typically discover eyewear products through social media and make purchases in physical stores, with comfort being the primary decision factor [24][30] Market Trends - The eyewear retail market is expected to reach a scale of 94.4 billion yuan in 2024, with sustained high growth in retail sales driven by increased consumer awareness of vision health [6][8] - The eyewear industry is entering a high-quality development phase, with brands focusing on consumer demands and continuously upgrading products [6][8] Product Design - The comfort eyewear standard includes six core elements: overall design, local design, weight, material, style, and color [1][39] - Brands like Palimon emphasize "lighter and more comfortable" eyewear through a combination of comfort design, materials, and aesthetic color [1][38] - The design of comfortable eyewear must consider overall and local design, material, weight, style, and color to meet consumer needs [39][42] Consumer Preferences - Consumers prioritize product features, followed by reputation and brand when selecting eyewear, with comfort being the foremost concern during the purchasing decision [27][30] - The demand for comfortable eyewear reflects a composite requirement for lightweight, stability, and material safety [32][36] - Different demographics have varying discomfort experiences, with Gen Z focusing on pain and stability, while middle-aged consumers are sensitive to frame wear and facial marks [20][22] Marketing Innovation - Brands are leveraging product upgrades and innovative marketing strategies to drive growth, focusing on precise adaptation to consumer needs [44][45] - Consumers are becoming more rational in their purchasing decisions, selectively paying for marketing content that aligns with their preferences and needs [47]